This book examined Chinese tourists dissatisfaction for Thai restaurants in Chiang Mai province through complaint analysis. In recent years, the independent travel has become a new trend. The number of Chinese tourists has increased year by year, which contributes to Thailands economy. Chiang Mai, known as the northern rose, attracts a lot of Chinese independent tourists for its unique natural scenery and historical culture. According to the consumption concept and behaviors have changed, the purpose of travel is not to go shopping but taste the delicious food at destinations. As for Chinese individual tourists, they mainly find restaurants according to Dianping applications recommendation and comments. This book is based on the Customer Satisfaction. The author identified the problem about the high dissatisfaction for Thai restaurants in Chiang Mai. The data source is about Chinese individual tourists online comments in Dianping application. By using the knowledge management tool text analysis to capture the data and analyze them. At last, the author found the root cause and developed a knowledge manual, shared and verified it to three Thai restaurants owners.

Graduated from College of Arts, Media and Technology in Chiang Mai university with Master degree. I majored in knowledge management which is a new subject. As a Chinese, I not only learn about Chinese tourists custom but also survey about Thailand tourism market.